50% Consumers Buy Groceries From Online Food Content: Survey
Chicory, a contextual commerce platform, released findings from its Omnichannel Grocery Shopper survey. The results of the survey provide insight into how today’s consumers are meal planning and grocery shopping. Data points include the most popular online and in-store grocery retailers, the top sources of online meal inspiration and consumer likelihood to purchase groceries directly […]
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Chicory, a contextual commerce platform, released findings from its Omnichannel Grocery Shopper survey.
The results of the survey provide insight into how today’s consumers are meal planning and grocery shopping. Data points include the most popular online and in-store grocery retailers, the top sources of online meal inspiration and consumer likelihood to purchase groceries directly from online food content.
“For the second year in a row, respondents identified food blogs and recipe sites as their go-to sources for meal inspiration online,” said Chicory CEO and Co-Founder Yuni Sameshima. “If brands and retailers aren’t yet leveraging off-site content to acquire new customers, they need to start. Today, winning at the shelf requires meeting consumers in moments of inspiration, well before they hit the retailer’s store or site.”
Key findings outlined in the official survey report include:
Multi-Channel and Online Shopping is the New Normal
Around 66 per cent of consumers have purchased groceries online in the last 60 days. While shopping behaviours are similar across gender and age groups, women and consumers 30 to 40 years old express the highest overall preference for online shopping. 44 per cent of those who prefer to shop in-store still order groceries online.
Off-Site Channels are Key to the Path to Purchase
Food blogs and recipes publishers are the most popular sources of online meal inspiration according to 64 per cent of survey respondents. This is consistent across all age groups. In fact, food blogs and recipe publishers even outperform TikTok among the youngest generation of grocery shoppers, those 18 to 29 years old.
Almost 50 per cent of shoppers are likely (31 per cent) or very likely to (18 per cent) purchase groceries directly from online food content (e.g. digital recipes, social media posts), signalling that off-site grocery commerce is becoming increasingly common.
Shoppers Prioritise Price and Convenience
Price is the top consideration for purchasing a product again (71 per cent). It’s also the factor most likely to drive someone to change preferred retailers (65 per cent). However, location/convenience is an important factor too according to 48 per cent of survey respondents. This likely explains why grocery and food delivery apps, which deliver groceries right to shoppers’ doors, are nearly tied with Target as the third-most popular online grocery retailer.
